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Inspiring Participation, Providing Value - Findings and recommendations of the Task Force on Members in Business & Industry

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Formal presentation of study and findings by the Members in Business and Industry Task Force to the Fort Worth Chapter Board of Directors of the Texas Society of Certified Public Accountants. Presented on December 10, 2009.

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Inspiring Participation, Providing Value - Findings and recommendations of the Task Force on Members in Business & Industry

  1. 1. Inspiring Participation, Providing Value Findings and recommendations of the Task Force on Members in Business & Industry December 10, 2009 Fort Worth Chapter, Texas Society of Certified Public Accountants
  2. 2. Agenda <ul><li>Task Force Process </li></ul><ul><li>Findings: TSCPA data </li></ul><ul><li>Findings: internal survey </li></ul><ul><li>Recommendations </li></ul><ul><li>Questions and discussion </li></ul>
  3. 3. <ul><li>Task Force Process </li></ul>
  4. 4. Mandate <ul><li>Utilizing analysis produced by TSCPA, develop a process for identifying programs and services for members in business and industry. </li></ul>
  5. 5. Membership Distribution Education 2% Government 2%
  6. 6. Task Force Deliverables <ul><li>Analysis of TSCPA data AND internal survey </li></ul><ul><li>Process for ongoing program development for members in business & industry </li></ul><ul><li>Recommendation for specific programs </li></ul><ul><li>Recommendation for enhancements to existing programs </li></ul>
  7. 7. Participants <ul><li>Susan Beaty, Cash America International, Inc. </li></ul><ul><li>David Deison, Dave Deison, CPA </li></ul><ul><li>Denny Ewing, Southwest Ford, Inc. </li></ul><ul><li>Bertha Gamez, May Advertising </li></ul><ul><li>Karen Horne, Thomson Reuters </li></ul><ul><li>Lestor Kugler, Defense Department Audit Agency </li></ul><ul><li>Jason Lundell, Alcon Laboratories </li></ul><ul><li>David Moon, BNSF Railway Co. </li></ul><ul><li>Mark Westerheide, M&M Manufacturing, LLC </li></ul><ul><li>David Williams, CSC Consulting </li></ul>
  8. 8. Consultants <ul><li>Dr. Sandra Hart </li></ul><ul><li>Students of the Market Research Seminar, Texas Wesleyan University School of Business </li></ul>
  9. 9. Process <ul><li>Six meetings, July – November, 2009 </li></ul><ul><li>Analysis and reporting, Fort Worth Chapter (“FWC”) members’ opinions, 2008 TSCPA member satisfaction survey </li></ul><ul><li>Preparation and dissemination, FWC survey (October, 2009) </li></ul><ul><li>Findings and recommendations </li></ul>
  10. 10. <ul><li>TSCPA Survey Data Analysis </li></ul>
  11. 11. TSCPA Data Analysis <ul><li>Looking at FWC members and B&I members specifically </li></ul><ul><li>Whether employers’ perceptions count </li></ul><ul><li>What members value most </li></ul>
  12. 12. Findings, TSCPA Data <ul><li>Reasons for joining: CPE, networking, duty </li></ul><ul><li>Top programs for satisfaction: legislative efforts, license protection </li></ul><ul><li>Member satisfaction was about the same for public and B&I members, with most rating satisfaction 7 or higher on a 10 point scale </li></ul>
  13. 13. Findings, TSCPA Data: CPE Conundrum <ul><li>CPE is the top reason cited for joining TSCPA however </li></ul><ul><li>Only 20 – 25% of respondents get their CPE from TSCPA </li></ul><ul><li>B&I members under 35 are noticeably less satisfied with CPE topics </li></ul>
  14. 14. Findings, TSCPA Data: Chapter CPE <ul><li>70% FWC members were satisfied with Chapter offerings </li></ul><ul><li>Networking opportunities least favored offering (57% rated networking offerings 8 or higher on a 10 scale) </li></ul>
  15. 15. How to Offer B&I CPE? <ul><li>Industry representation highly fragmented </li></ul><ul><li>Members under 35 not finding value </li></ul><ul><li>TSCPA’s Center for Corporate Financial Leadership (CCFL) program (web-based) failing </li></ul>
  16. 16. Concepts from TSCPA Data <ul><li>Offer CPE that emphasizes soft skills, i.e., not industry specific </li></ul><ul><li>Offer CPE that boosts opportunities for internal advancement </li></ul><ul><li>Incorporate networking </li></ul>
  17. 17. <ul><li>B&I Members Survey Analysis </li></ul>
  18. 18. B&I Members Survey <ul><li>Questions refined from TSCPA data </li></ul><ul><li>Focus: how to craft CPE offerings valued by B&I members </li></ul>
  19. 19. Survey Tactics <ul><li>Web-based </li></ul><ul><li>Emailed to all FWC members, with incentive to respond </li></ul><ul><li>Forwarded to approximately 50 nonmembers by Task Force </li></ul><ul><li>231 respondents, of whom 140 identified as B&I </li></ul>
  20. 20. Respondents Demographics Skewed Younger, Non Public Practice Survey Respondents All FWC Members Percent in public practice 35% 45% Percentage 35 or under 16 19 Percentage 36 – 49 41 31 Percentage 50 and over 43 50
  21. 21. Context for CPE Choice: B&I Members <ul><li>78% said they select their own CPE </li></ul><ul><li>72% said their employer pays for their CPE </li></ul>
  22. 22. Context for CPE Choice: Line of Business Business Line Respondents Other (none of the 18 industries offered) 22% Manufacturing 19 Healthcare 15 Finance/investment 12 Consulting 6 Retail/wholesale sales 6 Nonprofit 5 Educational institutions 5 Oil and gas 5 All others 4 % or less
  23. 23. Leadership Skills CPE <ul><li>Communication skills </li></ul><ul><li>Creative problem solving </li></ul><ul><li>Critical thinking </li></ul><ul><li>Leadership qualities </li></ul><ul><li>Motivation and delegation </li></ul><ul><li>Negotiation tactics </li></ul><ul><li>Leading organizational change </li></ul><ul><li>Project and time management </li></ul><ul><li>Assessment of personal leadership type </li></ul><ul><li>Work /life balance </li></ul><ul><li>Topics listed in order of score by all participants, 1 – 5 scale </li></ul>
  24. 24. Interest Levels: Top Six Topics rated on a 1 – 5 scale: 1 = not interested, 5 = very interested Topic B&I Score Public Practice Score Combined Score Communication 3.9 3.9 3.9 Creative problem solving 3.8 3.8 3.8 Motivation and delegation skills 3.8 3.8 3.8 Critical thinking 3.8 3.7 3.8 Negotiation tactics 3.8 3.7 3.7 Leadership qualities 3.7 3.8 3.8
  25. 25. <ul><li>Recommendations </li></ul>
  26. 26. Recommendations: Concepts <ul><li>Institutionalize focus on this membership segment </li></ul><ul><li>Address B&I interests in program offerings </li></ul><ul><li>Support favorable choices by members’ employers </li></ul>
  27. 27. Institutionalize Focus on B&I <ul><li>Create a standing committee to monitor issues and address needs of members in business & industry </li></ul><ul><li>Establish as a criteria for the nominating process that B&I members are represented among elected leadership </li></ul>
  28. 28. Address B&I Interests in Program Offerings <ul><li>Create leadership/soft skills course(s) with executive MBA caliber curriculum and instruction </li></ul><ul><li>Assure curriculum develops transportable skills, i.e. not specific to role or industry </li></ul>
  29. 29. Address B&I Interests in Program Offerings <ul><li>Add B&I topics to Free CPE Day tracks </li></ul><ul><li>Create a forum for the controller subset of the B&I group </li></ul>
  30. 30. Support Favorable Choices by Employers <ul><li>Create a Chapter Champion program for employers of large numbers of CPAs </li></ul><ul><li>Create on-campus events at large employers, providing tour, receptions, etc., on-site with CPA-specific tour details </li></ul>
  31. 31. Support Favorable Choices by Employers <ul><li>Activate the Large Employers Task Force </li></ul><ul><li>Give that task force mandate to explore incentives for employers to encourage membership and participation in TSCPA </li></ul>
  32. 32. Activating Recommendations Recommendation Responsible Entity Create a standing committee Executive Committee Create a leadership/soft skills course or courses Executive Committee on resource, then CPE Oversight or subcommittee thereof Add B&I topics to Free CPE Day Free CPE Day Committee Create Controllers Forum New B&I Committee Chapter Champions program New B&I Committee On-campus events series New B&I Committee Activate Large Employers Task Force Executive Committee
  33. 33. <ul><li>Questions and Discussion </li></ul>

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